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Healthcare digital transformation is a staged program of organizational improvements to pharma/healthcare business models, people, processes, and technologies to integrate digital marketing into a business in order to maximize the potential business contribution of digital media, data, and technology.
Challenges relating to digital transformation are not unique to the pharmaceutical and healthcare sectors. However, unlike other sectors there is a greater level of convergence between B2B and B2C approaches:
Healthcare and pharma marketing leaders need to look ahead to master digital transformation. Our pharma and healthcare marketing trends 2021 guide covers 9 top trends in the industry that we see changing the nature of marketing over the next year. Download your free copy now to discover the trends and start optimizing your marketing strategy.
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More than ever before patients conduct online research in relation to their health, wellbeing and treatment before making a decision to consult with a HCP.
For companies in the pharmaceutical and healthcare sector, this means that the consumer is more aware than ever of the role brands play in their day-to-day lives. Brands must therefore become more focused on building a relationship with the consumer throughout their research and decision making cycle, in the space where they are spending the most time – online.
Smart Insights recommends using capability maturity models to review digital readiness and set targets for digital transformation. This has the benefit that it is a storytelling technique that can rapidly communicate current limitations while presenting a simple roadmap or action plan.
In this section, we will review alternative maturity models that have been developed within healthcare and pharma sector to help audit digital capabilities.
Blackdot, who specialises in integrated solutions conceptualise this as an overlay of customer maturity and enterprise maturity where the activities of marketing and sales become increasingly integrated.
They go further to show how health sciences generally lag in digital maturity compared to other major industry sectors.
Successful digital transformation also encompasses certain imperatives to be a part of the robust vision; these include developing the culture and mindset, updating the organizational structure, governance to meet the objectives, attracting and developing talent, and maintaining a growth perspective.
To make this change a reality often companies focus on a handful of initiatives or capabilities and then grow frustrated when the promised value doesn’t appear. McKinsey & Company articulated what they believe to be the core capabilities and enablers.
You will notice that technology is present as a part of the solution that still requires people to enact the processes and drive success.
Another maturity model, similar to our free capability frameworks but tailored to healthcare, is the Multi-channel Marketing Maturity Model from Owen Health that provides a useful one-page ready-reckoner to see where you are on your multi-channel marketing journey.
Across Health, developers of the Multichannel Maturometer survey have created a roadmap to guide businesses toward excellence focusing on Salesforce orchestration.
One thing that unifies all the healthcare digital transformation sources and models we’ve seen above is the need for continued technical marketing skills development. That’s where we come in. To help you prioritize your company’s next steps, we recommend downloading our free pharma and healthcare marketing trends report 2021, which is packed with the latest innovations, marketing data, and real-life case studies. Download your free copy today to accelerate your digital performance.
Creating value by applying technology to address the current issues in the delivery and management of healthcare is increasing both within the business-model innovation and business building areas. However, the key to maximizing returns on these transformation initiatives relies on the ability of solutions to be scalable. McKinsey & Company identified there are six interconnected building blocks required to build a scalable digital health business.
The use of analytics to uncover key ‘Audience Insights’ that can transform the way pharma companies communicate and engage with their customers is a critical skill. They can be used to understand buyer personas and demographics and with the increasing use of Artificial Intelligence (AI) Insights you may be able to identify certain topics, conversations, and areas that your user is more interested in and help drive your marketing campaigns in the right direction.
Getting the data is one part of the puzzle. Being able to effectively analyze and draw insights is crucial to effective implementation.
Research from Gartner found that, aside from the trouble of connecting analytics efforts with ROI, marketers cite poor data quality, unactionable results and the lack of clear recommendations as top reasons for not relying on marketing analytics to make decisions.
Another reason is that data findings conflict with their intended course of action.
“Confirmation bias plays a large role here,” says Foo Kune. “Marketing leaders often seek out data to help them make a case for a desired course of action or to show the value of their program.”
However, marketers must understand that having data that conflicts with a planned course of action is valuable and presents a unique opportunity to challenge controversial findings through experimentation.
Overall, real-time audience insights can help lower and even prevent you from wasting valuable advertising and marketing resources for financial companies all while allowing them to engage and interact with your customers in an efficient, proactive, and accurate way.
We believe it’s important to acknowledge the risks involved in transformation due to its scope and scale and the need to ensure that transformation considers the human factors through change management rather than a focus on technology implementation. Assessing and prioritizing the risks and how they can be mitigated is also a key part of the change management process.
McKinsey note that companies in all industries are launching digital and analytics transformations to digitize services and processes, increase efficiency via agile and automation, improve customer engagement, and capitalize on new analytical tools. Yet most of these transformations are undertaken without any formal way to capture and manage the associated risks.
Many projects have minimal controls designed into the new processes, underdeveloped change plans (or none at all), and often scant design input from security, privacy, and risk and legal teams. As a result, companies are creating hidden nonfinancial risks in cybersecurity, technical debt, advanced analytics, and operational resilience, among other areas.
The COVID-19 pandemic and the measures employed to control it have only exacerbated the problem, forcing organizations to innovate on the fly to meet work-from-home and other digital requirements.
We recommend using the Smart Insights Opportunity > Strategy > Action process to review and improve your digital maturity.
This tried and tested model helps you break down your medical marketing strategy and planning into 3 simple steps and helps you generate smart objectives, activities to optimize, and defined deliverables for your digital goals.
Our pharma and healthcare marketing trends report 2021 is the perfect companion to your planning activities since we outline a number of trends and innovations in the healthcare sector that you will want to consider in terms of your own digital transformation, plus our recommended next steps. Download your free copy today to accelerate your digital performance.
Smart Insights Business Members are using OSA to identify opportunities, react to challenges, and optimize their marketing activities to win more customers. You can find out more about OSA below, or start using it straight away when you join Smart Insights as a Business Member.
Activities include:
As you can see, taking a critical approach to your digital marketing strategy at each stage of OSA will enable your healthcare digital transformation to flourish. With our new pharma and healthcare marketing trends 2021 guide, you will stay ahead of the curve, so you can outpace the competition and win those all-important high-value customers. Download your free copy today to get started.
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